LONDON – November 06, 2026 -- essential COSTA RICA became the first country brand in the history of the City Nation Place Awards to win Place Brand of the Year twice, adding the 2026 title to its 2019 victory. The country also took Best Citizen Engagement and a Highly Commended distinction for Best Communication Strategy, in a field that included entries from Finland, Sweden, the Netherlands, the United States, Australia, the United Kingdom and New Zealand.
2035 Strategy targets preference for Costa Rican products in key markets
The top award recognizes the brand's work over the past year under its 2035 Strategy. The strategy aims to increase preference for Costa Rican products in key markets and to strengthen a sense of belonging among people in Costa Rica. The ceremony took place Thursday in London during the City Nation Place Global conference.
Costa Rica Azul campaign wins Best Citizen Engagement
The citizen engagement award went to Costa Rica Azul, a free, interactive platform that builds awareness of the country's marine territory and biodiversity.
Amazon Ads partnership drives Producers of Wellbeing campaign in Europe and Asia
The Producers of Wellbeing campaign promoted Costa Rican agricultural products to consumers in Europe and Asia with a strategy tailored to each market. Working with Amazon Ads, the brand placed content on Prime Video, Fire TV and Alexa. In Asia, it drew on cultural references such as anime to reach audiences.
Adriana Acosta, Director of the essential COSTA RICA country brand, said the country's reputation can open doors for its products while bringing people closer to nature protection efforts. She credited collaboration with businesses, public institutions, communities and organizations.
Judges cite trade and sports opportunities from national identity projects
City Nation Place founder and CEO Clare Dewhirst said the judges were impressed by the range of initiatives and their focus on building national identity through projects with potential for "legacy and sustained impact." She said the initiatives show how a country brand can build positive perceptions that create opportunities in areas such as trade and sports.
The three honors add to the brand's record at the awards. In 2022, it won Best Use of Design for Costa Rica's biometric passport. In 2024, it received a special mention for Best Use of Data for a strategy using artificial intelligence and data analytics.